Same ol’ situation (S.O.S.)? Using traditional rhetorical methods to examine contemporary artifacts
Same ol’ situation (S.O.S.)? Using traditional rhetorical methods to examine contemporary artifacts

Summary/Abstract: Traditional models of rhetoric, based on classical and neo-classical texts, have fallen out of favor with some rhetorical scholars. This paper aims todemonstrate that, despite any potential criticisms, they remain useful for the critical examination of contemporary rhetorical artifacts, especially when itcomes to the training of students. Herein, I show how Lloyd Bitzer’s “The Rhetorical Situation” (1968) can be applied to a pro-tobacco advertisement/multi-media campaign that appeared in print, video, and other formats in 2021. Said application demonstrates that there is still room in our expandingconception(s) of rhetoric(s) for older models to critique newer forms/types of rhetoric in useful ways. These models and their ease of use can be utilizedin introductory, intermediate, and advanced classes on rhetorical theory and/or criticism at the university level. A traditional model need not be a curiorelegated to the past. In the hands of an instructor mindful of rhetoric’s history, it can garner appreciation and be embraced by a new generation ofemergent scholars.

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